微博品牌社群下UGC对品牌态度影响研究

Research on the Influence of UGC on Brand Attitudes in Weibo Brand Community

微博品牌社群下用户生成内容(User Generated Content,UGC)传播范围广、信息渗透性强,影响着消费者对品牌的态度。以UGC在微博上的传播性质为假设,对用户进行分类和参数设置,区分正面和负面UGC,并分别建立动力系统模型。随后运用弗里德曼局部稳定分析法研究UGC对品牌态度的影响,在负面UGC模型下根据参数影响分别探讨并用Matlab仿真进行验证。结果表明:正面UGC模型对品牌态度的影响虽不稳定但具有持续性,负面UGC模型根据对品牌态度的不同影响表现出不同的稳定性。通过上述研究可进一步揭示UGC对品牌态度的影响规律,有助于企业制定有针对性的营销传播策略,展现积极的品牌态度。

In the brand community of weibo,user-generated content(UGC)has access to a wide range of dissemination and strong information permeability,which affects consumers′attitudes towards brands.Based on the assumption of the propagation nature of the UGC in the Weibo,users are classified and parameters are set to distinguish positive and negative UGC,and dynamic system models are established respectively.Then,Friedman local stability analysis method is used to study the influence of UGC on brand attitude.In the negative UGC model,four cases are discussed according to the influence of parameters,and verified with Matlab simulation.The results show that the positive UGC model has an unstable but persistent impact on brand attitudes,while the negative UGC model shows different stability according to different impacts on brand attitudes.The above research can further reveal the influence rule of UGC on brand attitudes,which is helpful for enterprises to develop targeted marketing communication strategies and establish the positive brand attitude.